The denotation of a word is its dictionary meaning. It is the literal and precise definition of what a word tries to convey. Connotation, on the other hand, expresses the meaning of a word along with the positive or negative feelings that the word suggests. In this example, "to look at" can have positive and negative connotations. For example, when you "watch" something (such as a movie or a video), this implies that you are looking at it with interest and attention. On the other hand, if you stare (for example, at someone), you are looking deeply and with intent, which might make some people uncomfortable.
